When you think of coffee, what brand comes to mind? What about soda? Or smartphones? Some brand names automatically come to mind when you think about certain products or services, that’s what brand awareness is. Brand awareness is the degree consumers recognize a product from memory, making them more familiar and comfortable with choosing a certain brand over others. It includes qualities that make a brand stand out from its competition and makes it the one consumers reach for when faced with a choice.
A higher level of brand awareness can translate to a higher return in sales since consumers are more likely to purchase a more familiar brand versus an unfamiliar one, making it tougher for competitors to gain more market share.